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Presentation on Attitudes PRESENTED BY:- BABASAB PATIL

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Page 1: Attitudes ppt  mba HR

Presentation on

Attitudes

PRESENTED BY:-

BABASAB PATIL

Page 2: Attitudes ppt  mba HR

What Is Attitude?

• The term attitude is being used quite frequently in describing people’s

behavior.

• There are two senses in which it is used.

• One is in general terms, meaning the positive or negative orientation

of a person.

• For e.g, when it is said that Mala has a positive attitude or hat Geeta

has a negative attitude.

• However, this is not a correct usage of the term ‘ attitude’.

• Attitude always has a referent, i.e. an object towards which positive or

negative orientation is implied.

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Page 3: Attitudes ppt  mba HR

Cont..

• Attitude is always ‘towards’ something.

• For e.g., you may say that Mohan has a positive attitude towards

his organization. Although attitudes are generally affective (or

emotional) in nature, they also have terms of acting or behaving

on basis of that feeling. For e.g, my exposure, my job gives me

enough knowledge about it.

• Then I develop a feeling for it (I like it or I do not like it). Finally,

I act on the feeling- stay on in my job or quit it so generally

attitudes lead to behavior.

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Cont..

• Attitudes can also be defined as a multiplicative function of

beliefs and values. A belief is an association between two

cognitive elements.

• For e.g, if a person believes that not spacing out one’s children

( having children without enough gap between their births) is

injurious to the mother’s health. If the person has a high value

for the mother’s health,

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Page 5: Attitudes ppt  mba HR

Cont…

• An attitude is a imaginary construct that represents an

individual's degree of like or dislike for something. Attitudes are

generally positive or negative views of a person, place, thing, or

event— this is often referred to as the attitude object.

Attitude affects (influences, impacts) on behavior.

Behavior affects (influences, impacts)on attitude.

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Page 6: Attitudes ppt  mba HR

Work Attitudes

• In relation to organization, the general meaning of attitude is

applied to work. Work attitudes are reflected in job satisfaction

and in organizational commitment.

• Job Satisfaction

• Job satisfaction includes various aspects- the nature of the job

itself, the compensation a person gets by working on the job,

growth opportunities for career advancement, the organizational

climate, the behavior of the supervisor and coworkers and so on.

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Cont..

• Job satisfaction can be increased by increasing role efficacy, by

understanding a person’s needs and making sure that these needs

are met in the work assigned to the person.

• Job satisfaction leads to improved performance and retention of

personnel in the organization. Recruitment policies, placements

practices, development schemes, etc. contribute to job satisfaction.

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Page 8: Attitudes ppt  mba HR

Organizational Commitment

• It is another aspect of work attitudes. While job satisfaction is

primarily concerned with the job or the work a person undertakes in an

organization, commitment shows the relationship between the

individual and the organization. The stronger such a relationship is, the

higher the organizational commitment will be.

• It has been suggested that organizational commitment is a critical

aspect of work attitude.

• There are 3 dimensions of organizational commitment

1. Affective commitment

2. Continuous commitment

3. Normative commitment 10/7/2012 Babasabpatilfreepptmba.com

Page 9: Attitudes ppt  mba HR

Cont..

1. Affective commitment: a person’s emotional attachment to

and identification with the organization.

2. Continuous commitment: based on the benefits the person

see in continuing with the organization.

3. Normative commitment: the willingness of the person to

continue with the organization because it is commonly

considered a good thing to stat on.

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Page 10: Attitudes ppt  mba HR

Attitude Change

• Attitudes have 3 components-

• Cognitive (knowledge and understanding),

• Affective(feeling), and

• Conative (action).

• Attitudes change covers all 3 aspects. Several theories have

been proposed for attitude change.

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Page 11: Attitudes ppt  mba HR

Reinforcement Theory

• Hovland et al. propounded one of the first major theories of

attitude change, developed in the framework of Hull’s learning

theory, and oriented towards the effects of persuasive

communication.

• According to this theory, changes in opinions can result in attitude

change, depending on the presence or absence of rewards. The

learning of new attitudes is not different in nature than any other

verbal or motor skill, except that opinions relate to a single

propositions, whereas other skills involve a series of propositions.

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Cont..

• The acceptance of new opinion ( and hence attitude formation)

is dependent upon the incentives that are offered in the

communication.

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Balance Theory

• Heider developed a balance theory of attitude change that was

influenced by Gestalt principles. In Heider’s theory, when beliefs

are unbalanced, stress is created and there is pressure to change

attitudes. The two main factors affecting balance are the

sentiment(e.g., liking, approving, admiring) and unity(e.g.,

similarity, proximity, membership) qualities of beliefs. Balance

exists if the sentiment or unity between beliefs about events or

people are equally positive or negative, imbalance occurs when

they are dissimilar in nature.

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Page 14: Attitudes ppt  mba HR

Cognitive Consistency Theory

• Abelson and others developed theories of cognitive consistency. It

suggests that people will try and maintain consistency among

their beliefs and make changes(i.e., accept or reject ideas) when

this does not occur.

• For e.g, if a college student who wants to live in a co-ed

dormitory and also wants to get good grades is presented with fact

that student who live in co- ed dorms get poor grades, the

student will either reject this propositions or change his attitudes

about co-ed dorms or good grades.

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Page 15: Attitudes ppt  mba HR

Cognitive Dissonance Theory

• Cognitive Consistency Theory proposes that people are

motivated to change and act consistently with their beliefs,

values, and perceptions when there is psychological

inconsistency or disagreement between two pieces of

information. The conflict between the inconsistent factors

produces dissonance.

• The person begins to doubt previously held rationales, beliefs,

or values. These doubts produce uncomfortable feelings and

may interfere with the ability to act. The pros and cons of each

factor are examined. 10/7/2012 Babasabpatilfreepptmba.com

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Cont..

• The resolution of the dissonance occurs when one factor is

seen as more attractive than the other. Prior to the resolution of

the dissonance, the dilemma between the conflicting factors

prevents action.

• When dissonance is resolved, the person is better able to act in

accordance with the more attractive factor because beliefs,

values, and perceptions agree with the behavior.

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Page 17: Attitudes ppt  mba HR

Beliefs

Beliefs are assumptions or convictions hold as true about

something, concept, or person.

Norms Of Beliefs

a. Formal: Norms are official standards or laws that govern

behavior.

b. Informal: These norms are unwritten rules or standards

that govern the behavior of group members

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Values

• A value is a conception, explicit or implicit, distinctive of an

individual or characteristic of a group, of the desirable which

influences the selection from available modes, modes, means, and

ends of action.

• In this definition, they emphasize the affective (desirable), cognitive

(conception), and Conative (selection) elements as essential to the

concept of value.

• Values represent basic conviction that a specific mode of conduct or

end state of existence is personally or socially preferable to an

opposite or converse mode of conduct or end state of existence.

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Page 19: Attitudes ppt  mba HR

Societal Values

• We shall take up four main Western conceptual frameworks of

societal values and then see the values of the Indian society. Values

do not operate singly. Several values interact with each other and

value systems or value orientation are formed. Most conceptual

frameworks propose such systems.

• Human- nature orientation. This mainly delve into ethical values,

which fall in a conservatism- liberalism continuum. Values such as

purification of mind, respect for individuals, containment of greed,

self- restraint, integrity, detachment, compassion, etc come under

this category.

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Cont…

• Man- nature orientation: this is represented by the fatalism-

scientism dimension- does nature control nature? Fatalism can

be defined as a belief that human situation and acts are

predetermined by some supernatural power and can never be, or

is little, influenced by individual volition. On the other hand,

scientism can be defined as a belief that human situations are the

result of natural and/ or social forces, which can be understood

and changed by human volition or human action.

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Page 21: Attitudes ppt  mba HR

Time orientation

• This is reflected in past orientation, present orientation, or future

orientation.

• Activity orientation: conservatism-liberalism mainly represents the

human nature dimensions and also the activity dimension in part.

Conservatism can be defined as positive attitude towards traditional

institutions and practices and a maintaining of the status quo,

producing a tendency to resist change.

• Liberalism can be defined as a positive attitude towards the search

for new ways and new ideas and modification or change in the status

quo.

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Page 22: Attitudes ppt  mba HR

THANK YOU

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